#6 How to use Facebook for Business

Podcast- How to Use Facebook For Business
Autopilot Your Business Podcast Transcription

Andrew McCauley: Hello and welcome to Podcast 6. This is Andrew McCauley
and I am very, very lucky to have the wonderful Heather
Porter over here in my studio in Palm Springs.

Heather, hello!

Heather Porter: Hello, Andrew McCauley! It‟s very fun to be here because I
am sitting across from you, staring at you as we record
this. Normally, I am staring at you from across the Skype
call in Australia. So, it‟s nice to be here.

Hello and welcome, guys. Welcome back. It‟s nice to have
you joining us again.

Andrew McCauley: It‟s great. Now, I am looking forward to doing this podcast
because, as you said, we usually have this conversation
over a Skype call and all sorts of technology can get in the
way and it has in the past. So, this is cool. What are we
talking about in our podcast today?

Heather Porter: I am loving, loving this topic because we are talking about
Facebook and we are reserving this entire episode for
Facebook – how to use it, what is it, and how to make the
most out of it. And specifically, Andrew, we are going to
cover three topics. We are covering what is a profile, what
are pages, and what are groups – how they differ and how
to use them all.

Andrew McCauley: So, I guess that we are going to have to podcast pretty
much every third week because I think that‟s the way
Facebook changes at the moment – they get out of bed and
they want to change something. So, it always seems to be

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the case. For some reason I go to teach this stuff from
stage and they change it the night before that I teach it.
So, all the stuff that I have readied for the units generally is
a waste of time.

Heather Porter: Now, what you are telling me is that you are literally on
stage and there was somebody who is on stage with you
and they were trying to pull up samples and it was during
the last change, they kind of didn‟t know what to say.

Andrew McCauley: Yeah, totally, it‟s hilarious. We had 400 people in the room.
We were teaching them some Facebook stuff and it was
changing as we were showing people – “What is this? This
is not what it‟s supposed to be here.” So, it‟s just one of
those things. People get upset about Facebook because
they change so often but at the end of the day, if you
stayed upset and we walked away from it, you wouldn‟t be
working. Facebook is doing these changes for a reason. At
the end of the day, they are going work, the changes will
work for us. It‟s just a matter of keeping up with it which
can be annoying for some people but that‟s what we are
here for, Heather.

Heather Porter: That‟s what we are here for.

Andrew McCauley: For People or listeners like you guys to get through this sort
of stuff.

Heather Porter: You know what, in a past podcast I was saying that what
you do on social media should be exactly what you do when
you walk into a room of people, like literally you should be
yourself, you should be transparent, you should just be who
you are and give a lot of good value and these changes and


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how Facebook is changing is just to basically allow you to
do more of that – be a little bit more of who you are, be
creative and you‟ll have no problems.

Andrew McCauley: Yeah, one of the things I would like to say and I was
actually saying this and it‟s a perfectly great time to bring it
up… I was saying at some stage when we were teaching
this that Facebook is a tool and all of these social media
platforms, whether it‟s LinkedIn or YouTube, Twitter or
Google+ or any of the platforms or even MySpace back in
the day, they are all tools and you don‟t want to build your
business on a tool because if you build your business on a
tool and the tool either gets ripped from under your breaks
or changes dramatically, then you are in trouble, your
business is in trouble. So, utilize these tools as that as
tools to build your business, not as foundations for your
business.

Heather Porter: So, on that note, what we are going to talk about today is
fundamentals of using Facebook and no matter what
happens in the future, I think what you will find is what we
are going to discuss on this podcast you will be able to use
whenever for whatever you are using Facebook for because
this is like the Holy Grail of Facebook, basically – what are
the differences, how to use it for business, and how to use
it to start to get more traffic to your pages.

Andrew McCauley: Yeah, totally, totally.

Heather Porter: So, Shall we jump in?

Andrew McCauley: Let‟s jump in, let‟s get started. I am sure the listeners are
keen to find out what we can make of the timelines and all


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the things that are going on in Facebook right now. So,
let‟s get going.

What‟s out first topic? What are we going to cover?

Heather Porter: Let‟s start easy, shall we? Let‟s start with the profile.

Andrew McCauley: Alright, profile.

Heather Porter: So, why do you need a Facebook profile and what is it?

Andrew McCauley: Well, essentially, a profile is… Facebook wants everybody to
have a profile. They want you to be human. Facebook‟s
main mission in life is to connect everybody socially; that
was their main idea in creating Facebook in the first place –
it‟s to connect people socially. And by having a profile, it
gives people a voice, it gives them an identity and they
want to make sure that that identity sticks with you. So, in
order to join Facebook, they will ask you to create an
account and it will often be a profile. You can actually
create a page without having a profile but the problem with
that is that you are extremely limited in what you can do on
your business page. So, a profile is a perfect way to get
your information become a human face of your business.

I don‟t know if we have got executives from Coca-Cola
listening to this podcast; I am sure they probably are but
mostly small businesses, medium-sized businesses, they
are the face of their business or they need to have some
people in their office, the face of their business and
everything boils down to what you have always learnt in
business before internet was even born and that‟s people


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want to do business with people they know, like and trust;
and if you can create a profile that gives that indication of
someone that they can know, they like and they can trust,
then you will find that you will do a lot more business than
someone who is only using Facebook for marketing
purposes only and not building that relationship.

Heather Porter: Okay. I know a great deal about Facebook, so I am just
going to kind of play like dumb, like I don‟t know much at
all right now. So, I will just pretend. One of my girlfriends
has a profile and she has kids and she says “God, I really
want to protect the photos of my children. I am paranoid
about what‟s going on in the internet these days.” Yes, she
also has a small business but she is very confused as to
where does the profile fit into, she has images of her
family, how does she differentiate between her family and
her business colleagues and who should she accept as
friends and I guess pretend like… You are talking to me, I
am a newbie, I am thinking “Okay, why do I really need a
profile if I just want to chat with my family and how does
that fit into it?”

Andrew McCauley: Sure, sure. So, the question comes out often and one of
the ways I would like to answer it is if you owned a shop…
let‟s say you owned a retail shop and you are standing at
the counter and somebody walked into the shop completely
estranged to you. Do you think you would pull out your
photo album and show them the pictures of your kids, tell
them where they live, what time they go to school, what
they are having for breakfast without even getting to know
who the other person is?

Heather Porter: Good point.


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Andrew McCauley: You wouldn‟t, right?

Heather Porter: No.

Andrew McCauley: So, Facebook by default has various kind of privacy settings
which you can set up. Now, there are a lot of options
actually in privacy settings and I encourage every single
person to go through their privacy settings and just have a
look at what is set up because if you haven‟t visited your
privacy settings, you probably should check them every
couple of months just to make sure that any new options
that Facebook has put in there by default are the actual
ones that you want.

So, having said that, go through your privacy options and
have a look at what people can see. You can limit and
really restrict what people of your information, whether it‟s
photos, whether it‟s your phone numbers – any information
you want can be really restricted. I would encourage
people to go down and check out their privacy settings
which is just on the top right hands side, next to your name
on the profile, the arrow there, the dropdown arrow. Go
and check that out and have a look and there are a lot of
ways you can really control who does see what you have
got to display on your profile. You can make it as private
as you like or you can make it as public as you like and I
would make a bet that you want to set it somewhere in
between.

Heather Porter: Would it be a good idea to have two profiles, like say one
just for your immediate family and your friends and then
one that you may be use more for your business colleagues
or business clients?


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Andrew McCauley: Yes and no. I get the idea of doing that. Apart from the
fact that it‟s against Facebook policy – you can only have
one profile – it‟s a big no-no and you don‟t want to run the
risk of them finding out that you have done it and then
shutting down both accounts or any associated pages or
anything like that. So, I would say no. Build one profile,
control the settings but then create a page which we will
talk about soon but use a page for your business
connections because that‟s where you are going to interact
with your business people, your staff, your clients and that
sort of thing. So, use the page for that sort of thing and
use the personal profile for your personal close-knit family
and friends.

Heather Porter: Got it. So, really ultimately from the start you kind of have
your outcome of where it‟s going to go. So, either you can
open it up a little bit more to a broader public or you are
just going to maybe keep it into a tighter circle of people
and then from there you just set your boundaries and you
know… because I know that when we have had clients
before, they come to use sort of halfway through and they
have heard from somebody “Oh, you know, use your profile
for business” and then from somebody else “No, no, no, no,
no, don‟t use your profile for business” and then they are
jumping back and forth, they are unsubscribing people and
they are befriending people and they are confused.

So, I think you just kind of… everything‟s right, there is no
wrong, choose how you want to use it for yourself, yeah?

Andrew McCauley: Yeah, totally. And just be sensible about it, think about if it
was a shop, as I said, if it was really a shop, how would you
react? Would you go and post stuff that you wouldn‟t know
would tell the clients you are opening the shop? So, just be
sensible about it and you really can‟t go wrong.


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Heather Porter: Good point. And, look, after all it is on somebody else‟s
platform. So, even though you have privacy settings, you
are never 100% sure, are you?

Andrew McCauley: One of the other things that we just mentioned is that
Facebook also has notifications where you can get notified
when anybody does anything with your name associated to
it and if you had every single e-mail box checked, you
would be saving hundreds and hundreds of e-mails but
some of the things that I would recommend to do is go and
tick the box that says “If somebody tags you in a photo, I
get an e-mail from Facebook” because that‟s something you
want to know. Remember, if someone‟s going to tag you in
a photo, ordinarily, the photos are fine but if someone
either tags you in a photo that you are not in – and that‟s
very easy to do – you want to know about that, you want to
make sure that you dissociate yourself. It could even be an
old photo and you are easygoing and looking dumb and
stupid and you did something crazy one night at a party
that just is not you anymore and if you get tagged in that
sort of photos, you may get a whole bunch of colleagues
looking you in a different way. So, get yourself notifications
for things like being tagged in post, being tagged in a photo
or somebody makes you an admin of a page that you don‟t
want to be an admin of, things like that. Go and check out
those notification settings too. That‟s a pretty important
point as well.

Heather Porter: You actually did bring up something quite nice and I was
going to go and mention a couple of other things but I
actually would like to take a quick step back. People are
saying nowadays that they are getting hired and fired
based on their posts that are on Facebook. So, say
somebody does post a photo of you that‟s no longer
appropriate of who you are as a person, what do you do to
get that removed? What if you go to the person and you


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say “Look, remove this” and they don‟t want to remove it?
Do you have any rights in that matter?

Andrew McCauley: Yeah. Well, now with the settings that they have got, you
can… depends on what it is. Sometimes the photo, you get
tagged in a photo, it won‟t be attached to a timeline unless
you approve it inside the timeline, right? So, you need to
tick the box that says „tick‟. I am not exactly sure though
where else that photo will appear; if it appears on that
person‟s personal profile, it still will. So, that‟s one thing
you want to be careful about. Now, often you don‟t want to
go through the Facebook drag of e-mailing people on
Facebook and say “This person‟s did something blah, blah,
blah”. It‟s going to take forever, right? So, you want to
contact the person over this and say “Listen, it‟s not
appropriate. Can you please remove it?” It‟s like you can
report the photo as spam, you can report the person to
Facebook and that sort of stuff; it gets messy but I have
heard the Facebook is pretty quick on that sort of thing
because they want to make sure that people aren‟t getting
offended and are leaving.

Heather Porter: So, you can be proactive.

Andrew McCauley: You can be proactive definitely. And as I said though, if
you didn‟t know that that happened… I mean, it could be
out there for months without you even knowing, doing all
sorts of damage without you even knowing about it. So,
that‟s why I say go and set those notifications so that you
get e-mail as well as checking Facebook to make sure that
you know what‟s going on in Facebook about you. That
goes for a lot of people but if you get the settings set up
right in the first place, then you really don‟t have much to
fear.


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Heather Porter: Very, very good. I am kind of feeling a theme coming on
here. I think we will do a little more of the Facebook story
at the end of this podcast where we will recap on the most
important points such as user settings, notifications.

Andrew McCauley: Yeah, it‟s really easy to beat the thing. I have done a
number of videos on it. In fact, I could do a bunch of
videos on just privacy settings and what they mean
because it really is an important aspect that some of you
don‟t really pay too much attention too. So, yeah…

Heather Porter: It‟s good. It‟s made me think twice for sure.

Alright. So, now a couple of quick things before we move
on to pages. Now, there is a couple of things that profiles
have that I find quite interesting and one of them is you
have subscribers now, people can actually subscribe to your
profile. What does that mean and what‟s the reason for
that?

Andrew McCauley: Well, it‟s interesting. There is a limit of how many friends
you can have on Facebook and the limit is you can‟t accept
5000 friends. Now, the addition to subscribers essentially
means that people can subscribe to your public updates but
not necessarily your personal ones that are set to be
personal. So, if you make all of your posts public, then
subscribers will get to see what you are talking about.
They are not necessarily friends, so you haven‟t connected
with them as friends but they are just going to find your
public updates.

Now, if you make all your posts public to everybody, then
those subscribers and your friends will see that.


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Heather Porter: I know when you are doing as post there is a little
dropdown arrow on the right hand side, right? And that‟s
where you choose your settings. Do you recall by default
which setting is on?

Andrew McCauley: It‟s posted to everybody, it‟s posted to everybody.

Heather Porter: It is public.

Andrew McCauley: Yeah, as far as I remember, and I will have that answered
for you before the end of this sentence.

Heather Porter: Yes because that‟s another important thing to keep in mind
when our theme right now is paying attention, being
proactive, to really look at who you want to post things to;
so keep that in mind when you are posting stuff on your
profile – not your page but your profile – that you do
concentrate on the right hand dropdown arrow and choose
the people that you wanted to go to and just jump in,
Andrew, wherever you find that point because I actually
might kind of… it‟s a good segway to actually go to the next
question that I have and that‟s about lists. You can actually
create lists in your Facebook profile of certain people, like
you might have your mentors, you might have your family,
you might have your personal friends, your uni buddies.
So, you can actually list or clump together your friends.
And correct me if I am wrong, Andrew, as well but you can
also even post your updates to certain lists. Can you not?

Andrew McCauley: Yeah, you can. So, the cool thing about lists and I will say
this as well, if you only go to a small amount of people on


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Facebook, friends‟ list, your friends in general, that‟s not
such a big deal but getting the habit of putting them in just
certain lists… I have got a list from different events that I
met people at. So, they come up to me and say “Hey, can
we connect with you?” and they will connect with me and I
put them in a certain list from an event and that may be a
certain marketing event or maybe a personal development
event or something like that. So, I know what sort of
information they are looking for. So, I put them in that sort
of list. It maybe just personal friends from outside of my
work that I put in there, it may be other industry mentors
that I look up to and I don‟t want just rubbish going out to
them. So, I put people in the list and I can make my post
public to everybody or I can just send specific information
to those people in that list and no one else will see that sort
of stuff which is pretty cool because it‟s a great way to
segment the information that you want to go out to
different people.

Heather Porter: And you can create list on the fly, can you not? I
remember when you actually friends, you can actually say
in that approval process which list you want them to join
and you can actually create a list there.

Andrew McCauley: Absolutely, yeah. You can do that straight away. As soon
as you add them to friends, you can put them straight into
a list.

I am just looking at subscriber comments, subscriber
notifications. I believe it‟s set to „all‟.

Heather Porter: „All‟. I don‟t know, I believe you are right actually. So,
important to keep in mind, guys, when you are using your
personal profile that you just do click on that dropdown and


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you choose is it just going to go to a list, is it just going to
go to everybody including your subscribers as well – very
important.

Another thing I guess about list, there is a cool little thing
and a little idea that I came up with the other day or rather
one of our clients did – she spent a day actually going
through her friends and she clumped them in states, actual
locations. She is in Australia, so she actually put them in
like „New South Wales‟ and „Victoria‟ and all the different
states and territories in Australia and she actually runs
events across Australia. So, whenever she has an event
coming to one state, she just posts to the people in that
state. She has also got as far as doing demographics. So,
she has actually broken it down by corporate contacts that
are women as well, and that‟s for women. It is incredibly,
incredibly powerful. So, she literally uses it to segment her
followers straight in Facebook and do highly targeted
marketing that way.

Andrew McCauley: That‟s interesting. So, she does her marketing without
paying for ads, right?

Heather Porter: Straight to her…

Andrew McCauley: Several organic marketing to her own people. That‟s pretty
cool, you can get someone do that. That would depend on
how many friends you have got or probably would take a
while to sort of get that out but once it‟s segmented, it‟s
fine. You can always do that sort of thing too.

Heather Porter: Yeah, you can, exactly.


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Andrew McCauley: So, okay.

Heather Porter: So, that‟s profiles. Is there anything else that you can
think of that‟s important for our listeners to consider?

Andrew McCauley: Well, profiles… I guess the big thing about profiles is don‟t
go and spam people with a whole bunch of junk. Don‟t
waste people‟s time telling what you had for dinner.
Sometimes that‟s appropriate but just make sure that you
are not spamming people because people get turned off
pretty well. Don‟t send a whole bunch of request apps to
people. That can get really annoying – a whole bunch of
Farmville stuff.

Heather Porter: By the way – and I noticed because my partner has two
boys, they play that Wild… is that „Wild Ones‟ or „Wild
Things‟?

Andrew McCauley: Wild Things.

Heather Porter: It‟s one of the games like Farmville. By the way, these
apps are set to default to automatically post on your
friends‟ walls when you make a win or you get like an
animal in Farmville or whatever. So, again, back to the
privacy settings and the notifications, whenever you do
something new, always go first to the settings because you
do not want to blast all your friends if you decide to play a
game.


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Andrew McCauley: That‟s a good point actually. There is another point to that
and it‟s not the games or the apps but there certain plug-
ins to some of these new sites like Wall Street Journal or
that sort of thing over in the US. I am not sure which ones
you are using in Australia right now but they say “Hey, do
you want to post what you are reading to your wall?” and
that‟s cool if you are reading a great article then and there
but what it does is it collects your information and knows
that you have been to this site and every time you read an
article, it will post it to Facebook. So, a month or two down
the track you are reading some article, let‟s say a political
article and it‟s something that interests you politically but
you really don‟t want to tell people what your political
persuasion is. It‟s sort of starts telling people what you are
reading, which can be certainly dangerous if you are
reading the wrong sort of stuff.

Heather Porter: Be careful of the defaults.

Andrew McCauley: Be careful about what you do, share and buttons and
remember what the buttons actually say.

Heather Porter: And one more point to keep going – when you are talking
about Facebook, it‟s a big machine and there are so many
moving parts. Another thing is how do you monitor
yourself as your profile to go post on other people‟s walls
and tagging. I know that you can do tagging to pages but
this is kind of a nice segway I suppose to go into pages.
For me, for instance, just today I got somebody I barely
know that came and posted something on my wall that has
nothing to do with me and I am thinking “they are flagging
their own products.” And then another person, like, it was
a photo of shoes, it‟s a blog that sells shoes, and they
tagged myself and about fifty other people to this photo.
These things keep showing up on my wall. What‟s the
etiquette there, what are the do‟s and don‟ts of that?


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Andrew McCauley: I used be lenient with that and I used to think “Well, that‟s
somebody who doesn‟t know what they are doing”. Now, I
flat out report it as spam. I tell Facebook “This is spam.” I
don‟t have any time for it anymore. I think that people…
and Facebook‟s been around long enough for people to stop
using the “Oh, I didn‟t know”. So, I report this as spam
and say “So, I am not taking this rubbish” and if you are
able to do it, they will soon quickly get the message that
they can‟t keep doing that sort of stuff. So, I don‟t even
waste my time. If someone tags me in a photo, I get an e-
mail from it because I have set it up that way. I quickly
jump on and look at it and more often than not it‟s rubbish
like that, I will report it spam and then delete it.

Heather Porter: And you do that from your wall, do you not?

Andrew McCauley: Yeah, from inside the wall, yeah, straight away…

Heather Porter: Drop down to the right and you can actually delete the post
and you can block the users and report spam.

Andrew McCauley: I have a look at the friends‟ list and if they keep posting
rubbish all the time – sort of rubbish I am talking about – I
don‟t need them as friends. So, I will delete some common
friends regularly for that sort of stuff. So, if you friend him,
fine – “Don‟t send me rubbish!”

Heather Porter: Well, that‟s the thing and we were talking about earlier all
that transparency and clients just do good things on
Facebook. Don‟t just try and put a whole bunch of noise
around Facebook. They are not going to be handling that


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very well in the future and people don‟t have to tolerate
that anymore and that‟s exactly what you are saying,
Andrew.

So, okay, there is a profile. So, let‟s go into the jewel of
Facebook.

Andrew McCauley: The jewel, the pages…

Heather Porter: Pages.

So, first question, what is different between a page and a
profile?

Andrew McCauley: Well, page is designed for businesses. Initially they were
called fan pages, people still call fan pages but they are
more of a business page now and it‟s designed for
companies to have a presence on Facebook and Facebook is
bringing business for a lot of companies, they are using it
very well and pages let you do that for business. It doesn‟t
have to be a big business. It can be a small, it can be a
sole entrepreneurs and it‟s a great way to interact, it‟s a
great way to keep your distance from people without them
getting to know your own personal stuff.

A question I often get is “Will people know I am the page
owner and really go and chase me down on my profile?” –
No, you can hide the page admin. You can certainly hide
that so that nobody knows who owns the page; they just
know that the page is called whatever the page maybe
called. So, there is a great call for that. I know if some
people don‟t want to hide the page because their personal


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name is their brand name, so it‟s fine, they are happy with
that but there are people who don‟t want general clients to
know their personal page because of that reason we just
spoke about is that it‟s all set up for private use.

Heather Porter: Got it. So, this is a great chance to talk a little bit about
the statistics of Facebook and why – why would I want a
page as a business? What‟s the reason? How many people
are on Facebook?

Andrew McCauley: They are racking up 850 million people which is, they are
heading towards a billion people this year and a billion
people is quite a lot of the planet that‟s on Facebook. So,
you want to get where the traffic is. If there is people out
there, then you want to at least give yourself a chance to
be in front of some of these people.

Now, the average time on the site is almost an hour these
days, almost an hour that these people spend on Facebook.

Heather Porter: Each day?

Andrew McCauley: Each day.

Heather Porter: Wow!

Andrew McCauley: Each day. A lot of people stay logged on and they go back
and check it regularly.


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Heather Porter: And apps and you are following and where you were…

Andrew McCauley: All that sort of stuff. The next closest average time on a
website for a large site is only a couple of minutes. So, in
terms of pages and engagement, it‟s the goliath of web
pages. So, people are out there, they are on this site more
than any other site by a long shot. So, get out there and
be in front of them. So, that‟s why pages are a great way
to get your business out there and really showcase what
your business does and what services you offer.

Heather Porter: And it‟s free and it‟s amazing and it‟s highly targeted.

So, how do you take advantage of a page? Let‟s talk at the
beginning how do you create a page?

Andrew McCauley: Creating a page, there are a couple of ways to do that. You
can go to somebody else‟s page and you often find a big
„Create Page‟ button right up on the top right and that‟s
probably the easiest way.

If you are on your own personal profile, you can always
scroll down at the very bottom of that profile – sometimes
in that profile you think you are at the bottom and it just
keeps going – if you can find the bottom, you see in the
footer there is a „Create A Page‟.

So, Facebook made it pretty easy to create a page. The
best way to do it is go to somebody else‟s page and click on
„Create Page‟.


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Heather Porter: Okay. And then I know that on that first set up page it
says “local business”, “brand”, “organization”, “movement”.
It has a whole bunch of different options. What‟s a failsafe
choice?

Andrew McCauley: It depends on what your business is really. If you are a
bricks and mortar business, then you might want to look at
“local places” but if you are business that services other
areas other than just the one physical location, then you
may call it a brand page. Each one of those has their own
unique sets of questions and bits of information but they
are very easy to set up and you can change the information
as you go.

Heather Porter: That was really my next step. So, can you go back and
change?

Andrew McCauley: You can change, you can even change the name of your
page up until a hundred fans. So, if you have got more
than hundred people who like your page, then you can‟t
change it.

Heather Porter: Oh, very good distinction.

Andrew McCauley: But you can change it all the way up until hundred. So,
just be aware of that if you are not happy with the page.
One other thing that I want to do warn people about
naming a page is don‟t name it a generic thing. So, for
instance, don‟t name a page „Palm Springs‟ because „Palm
Springs‟ is a generic term that nobody can own, alright?
It‟s not yours to own; it‟s a city. „Coca-Cola‟ – you couldn‟t
own „Coca-Cola‟ unless you really were Coca-Cola. So, you


20


can‟t have a generic name in your page because Facebook
would just take it off.

There was a whole range of people page squatting; they
were going and just taking up all these names. Then they
were trying to charge some of these larger companies
ridiculous amounts of money to buy them back.

Heather Porter: And what about the whole “The Official Page” and then your
business or your name on it?

Andrew McCauley: That‟s fine. You can do that for sure. For instance, let‟s
say „tennis‟ – you couldn‟t name a page just „tennis‟
because nobody owns „tennis‟ but you could call it
something like „Tennis Tips With Mary Smith‟, okay? So,
you got to name it in a way it makes it specific to your
rather than just a generic tennis term.

Heather Porter: Very good, another good point actually. Another one of our
clients, they have named their page like a user name. So,
they actually named it with no space in between the two
words of their business and when people would go to the
search bar and type in their business name with a space in
between, people cannot find the page because the way they
typed it all in one world. So, you want to think about
searchability as well, don‟t you?

Andrew McCauley: Totally, totally, yeah. And that‟s right, that‟s a good point.
Naming a page is also is critical about what you do, what
does that page do because if someone‟s typing in your
name in the search bar, what is it that you do, what you do
is incorporated into the name of your page, then someone


21


might say “tax lawyer Bill Smith”, then they are going to
know „Bill Smith‟ could be the page they are looking for.

Heather Porter: Got it. Okay, a note on, I guess, creating a page, how does
ownership work as far as… I know that you can add a lot of
different admins on your page. Can you transfer
ownership? How does ownership work?

Andrew McCauley: Okay. That‟s a good question. A lot of people say “Well,
you know, I am an admin of my page.” One of the biggest
mistakes people make is that they are the only admin of
their page. Now, if they ever lose their Facebook page, for
instance, their personal profile, the personal profile got
hacked and Facebook closing down, then that page sits in
limbo. They have no access to that page whatsoever. So, I
would always strongly suggest to make somebody else an
admin of a page, somebody you know, somebody you trust
and remember, they don‟t have to do anything on it except
have access to it because at least they can still post some
information if your personal page gets hacked or you lose
it.

Now, in answer to your question… what was your question
again?

Heather Porter: Ownership – so, do the admins own the pages?

Andrew McCauley: Yeah, yeah. Admins don‟t own them… the person who
created the page owns it but admins can change and you
can swap admins over and one admin can generally take on
for another admin.


22


Heather Porter: So, if I were an admin, say, of your page, Andrew, The
Social Media Bloke, and we were both admins, could I go in
and delete you as an admin and then have ownership of
your page?

Andrew McCauley: You better not.

Yeah, that can be done. Here‟s what happens – there are a
lot of companies, an employee will start the page up and
the employee will leave and then they work as the page
admin which will be really damaging for the business. We
have had that in the past and some clients who had that…
in fact, we have had a number of clients who had that same
sort of thing. It‟s a common occurrence, it really is, that as
soon as the employee and the employer part ways then
there is all sorts of trouble. So, definitely make sure that
there is a number of admins on a page before anything
happens like that.

Heather Porter: And people that you trust as well.

Andrew McCauley: Totally, yeah, totally.

Heather Porter: Yeah, good.

Okay. Now that you have your page, what are the key
graphical aspects that you want to concentrate on?

Andrew McCauley: Okay. We are going to talk about pages that have changed
now into the new timeline format, okay? In the new


23


timeline format, all pages have changed by March 30, 2012.
So, you are now looking at the new timeline feature and the
new timeline feature is interesting in itself because a lot of
people were up in arms when they were announced
because there were things like welcome pages or what they
called fan gates where you would have to like a page to see
further content. That all disappeared. That all sort of
disappeared. It‟s a lot harder to do that sort of thing now
which is good and bad and the reason I say that is because
from the marketing along standpoint, it‟s not a good feature
because you are using that to grow your list, people signing
up and that sort of stuff which is cool; but the good part
about it is that it‟s forcing real businesses to interact with
their customers a lot more now. So, they are going to look
at it and go “Okay, let‟s not pretend that we are just
loading up names and addresses in our database. We
really have to go out and make this work and we have to
communicate and connect with our customers now” – more
harder than ever.

Heather Porter: So, you can start with your cover photo then…

Andrew McCauley: I know there is one way to answer your question and
another way to answer it properly.

Heather Porter: But I liked your answer.

Andrew McCauley: Okay. So, you cover photo is your biggest real estate.
What Facebook‟s learning and what a lot of people are
learning with the advent of things like Pinterest, graphical
image is what‟s driving a lot of internet right now. Look at
twitter‟s adding a whole bunch of videos and pictures and
images into it. Facebook is making the biggest real estate
now on your timeline with this cover photo which is 850


24


pixels x round about 350 pixels wide. So, it‟s a pretty large
piece of real estate. And on that particular page, you can‟t
have things like Call To Action such as “Click On This Like
Button Now” or “Get 40% Off”. You can‟t even have your
website address on there.

Heather Porter: Yeah, we were looking at, I think, 40 really cool samples
just earlier today and really cool ideas that I liked is
business that have a team, they actually would have their
logo as their little profile image and they have their team, a
group photo on the cover graphic or they have samples of
their work, they would just have little snapshots like a
montage or a collage of their work, especially for
photographers and graphic artists and models, they have
their little tear sheet up there.

What else?

Andrew McCauley: 850 x 315, that‟s the official pixel size of your photos. So,
use it and get creative with it. But as I said, you can‟t have
words that are kind of “You can get 40% off”, you can‟t
have your website address, you can‟t have any that sort of
stuff. So, get creative and work out how you can showcase
that. Now, one thing is you can change that photo as many
times you like, so that‟s up to you to do that.

Then you also have a little profile picture and in the past we
used to have these long elongated profile pictures with
name and address and phone numbers and websites and
that sort of stuff. You can‟t have that in there either. So,
that‟s just a tiny little square picture of round about… what
is the picture size? It‟s nothing important. You can do a
search on Google for that size but it‟s a small picture of
usually.


25


Heather Porter: We will actually put that in our resource website, yeah.

Andrew McCauley: There is a great article we saw. Let‟s grab some of that
information for our listeners.

Where do you get the resources?

Heather Porter: Good question
http://www.AutopilotYourBusiness.com/podcast.

Andrew McCauley: www.AutopilotYourBusiness.com/podcast

Heather Porter: Or they go to the same place.

Andrew McCauley: So, good. So, there is a whole range of stuff you can do to
follow this and then the main graphics that are on the
timeline.

Heather Porter: Okay, got it.

Another one – like you are saying, creativity. So, if you are
a travel agent, you might want to have some really
beautiful images that you snap when you travel every
single week that you update. If you are a coach, like a life
coach, you may want to have motivational quotes that you
put up and rotate. If you are a speaker, you may want to
have yourself on stage showing the audience behind you.


26


If you are a corporate, you might want to have your team
on there. If you are a vet, you might want to have animals.
So, you just be creative to think out of the box and visually
how can you show what you do and your personality and a
little bit more about you.

Andrew McCauley: Totally, totally, yeah.

Heather Porter: So, that‟s graphics.

Now, before we used to have these little tabs underneath
your profile photo and they were called „applications‟ or
„apps‟. So, there would be YouTube channel, you can pull
in all your different content. Now, I know that recently
they have gone up at the top. What‟s changed and what
are apps for?

Andrew McCauley: Apps still work the same way and they are absolutely found
just underneath your timeline photo, your main photo, and
those apps… your photos will be permanent, you can‟t
move your photos around, so they stay there. Once again,
as I said, pictorial stuff Facebook is really keen on. So,
they want your photos to stay there. Then you have space
for three other apps and that maybe YouTube videos, it
maybe… It can be fan gate stuff that you had created in the
past; the only difference is that you can‟t make those fan
gates the landing page by default. So, that can still be
there. You are going to really want people click on it and
then… it‟s not worth the same.

Heather Porter: So, you can refer to it in your posts.


27


Andrew McCauley: You can refer to it in your posts and that sort of stuff.

Heather Porter: Yeah.

Andrew McCauley: It still has its own URL, actually.

Heather Porter: Got it.

Andrew McCauley: So, if you wanted to send people there, you can still send
people there. I just think it‟s going to be a bit of a painful
exercise, double clicking it, which we know that one extra
click can be all the difference between someone staying on
the page or just disappearing completely.

Heather Porter: Yeah. So, you are best off giving tips and then perhaps
directing them to landing page on your website – we have
already spoken about landing pages in a past episode – and
maybe really just using the apps‟ space up top for your
other media.

Andrew McCauley: Yeah.

Heather Porter: Yeah, that sort of sounds like… again, it‟s all about building,
I guess, your holistic brand of who you are, you are writing,
your new videos and your audio and your photos.

Andrew McCauley: Yes.


28


Heather Porter: Okay, that‟s apps. Anything else to add about apps that we
should consider?

Andrew McCauley: Not so much apps. I mean, there are still rules about
competitions using proper app. You can‟t just keep making
people take their photos for competition and that sort of
stuff – still seeing a lot of people doing that – and then you
have people getting shut down by Facebook. So, your apps
that you already used for contests will still be around.

Heather Porter: Okay.

Andrew McCauley: Yeah, places like „Wildfire‟ are still adapting with them.
They will make it work for you. So, if you are still around
competitions, then definitely use something like Wildfire or
…

Heather Porter: Definitely use a company that knows what it‟s all about and
application; do not run your Facebook contest from within
your page by yourself.

Andrew McCauley: Yes, totally.

Heather Porter: Because they are strict. They are getting stricter about that
as well.

Andrew McCauley: The other thing about timelines – you may be asking this in
a minute but I am going to jump ahead – timeline is a great
way to showcase the history of your business. You have
got a whole range of information that you can share when


29


you are started out, when you expanded, when you took on
some new employees and that sort of stuff. People can
know your history and you can actually go back and post in
your timeline, any time in your timeline, information. It
would then show up on people‟s posts and news feeds that
you posted some new information but it‟s a great way to
really showcase what you have got going there. Now, you
can go all the way back to 1800, if your business is that
old, and you have been around when you started, then you
are the oldest person on social media platform ever. There
is a couple of examples of businesses that are older than
220 years.

Heather Porter: Sure, yeah. What if you are posting stuff back in time and
you don‟t want your people to see it, your followers to see
it? Can you just sort of…?

Andrew McCauley: Why would you do that though, really? Like, if you don‟t
want them to see, what‟s the point of putting it out there?

Heather Porter: Good, good point. And that does actually lead to the next
point of what should you post about because that‟s a great
point going forward. If you are all about sort of who you
are as a brand, you would post tips, you would post videos
but you would post more things than just that now,
wouldn‟t you? So, what are the types of things would you
post?

Andrew McCauley: Well, it‟s like anything. Don‟t spend more than 50% - I
would say only 30% or 40% – in your own timeline.

Heather Porter: Yes.


30


Andrew McCauley: Don‟t waste your time there because you are preaching to
the converted already, right?

Heather Porter: Yes.

Andrew McCauley: And you still want to spend time in there because the
information you put there goes on to other people‟s news
feeds as long as they interact but if you are looking to drive
more people towards your page, then you need to get out
where they are and tell them about it. And how do you do
that? You need to get on other people‟s pages and
comment on those pages, comment, add information, add
value-added stuff. Don‟t just be a spam bot giving them all
bunch of information. If you go out and say “Hey, this is
answer to your question” and help people, give them value
so that they look at you and go “Who is this page? I want
to go and check out them a bit more because they have got
some answers that I have been looking for.”

Heather Porter: I live by the rule of thumb when I do that and that is
whenever I leave my page, I am no longer talking about my
business. So, I literally change mindsets and I think “Okay,
now I am going to go and have some fun and I am just
going to go and answer people‟s questions.”

Andrew McCauley: Yeah. And it‟s amazing what results you get pretty quickly.

Heather Porter: Incredible because suddenly you are building your authority
and your credibility and you are generally out there looking
at ways to help people rather than thinking “How can I
flaunt my product? How can I mention my product?” which


31


is a different mindset and way of interacting on social
media. So, if you kind of think in terms of what can you do
on your own timeline to talk about your business, get tips
and tools but then what can you do off here on timeline and
like you said, I think it‟s becoming more and more
important to spend a lot more of your time off your own
pages and networking.

What‟s the whole thing about the @ symbol and using that
to post on your wall and other people‟s walls? Why would
you want to do something like that?

Andrew McCauley: Well, that‟s more of a tagging thing. Did we talk about
tagging?

Heather Porter: Yes. So, if you are on your own wall and you use the @
symbol and then you pull up…

Andrew McCauley: Well, if you are tagging people – let‟s say I am out there
and I tag you on a message – in order to make this, we
create a link going to your profile and your page. So, if you
are found commenting on another, let‟s say, third page, it
might tag your name, put your name on there – and when
we are tagging your name, it puts a link there so that other
people really might say “Who is this Heather Porter? I am
checking her out.” They click on the link and that will take
them straight to your page if I tag your page or go to your
profile if I tag your profile.

Heather Porter: So, using that might be a great way if you are meeting with
another business, another person or you really like maybe
another business or service and you might say “I am sitting


32


here using @” and then you bring up, you just start typing
that business‟s name…

Andrew McCauley: Then I don‟t need to use the @ symbol – Just start with a
capital letter and it will search your database of…

Heather Porter: Is that only people that you liked the page of?

Andrew McCauley: Yeah, it‟s people that you like.

Heather Porter: So, you have to like their page first and then you just start
typing their name in your post and you will automatically
post on their wall if in their settings they are allowing other
posts, like other people‟s posts.

Andrew McCauley: But by default, most of them are.

Heather Porter: They are.

Andrew McCauley: Only people who listen to this podcast will know how to
change that.

Heather Porter: Exactly! And I might recommend actually for your page to
leave it where other people can post on your wall because
…

Andrew McCauley: Still the name is out and just say you know but yeah…


33


Heather Porter: It helps to mix a few content a little bit, so it‟s not just all
you leaving posts. People will actually say stuff on your
wall as well.

Andrew McCauley: Totally, yes.

Heather Porter: So, just tagging people… I guess we are kind of coming to
the end of our pages discussion but ultimately the thing is
people want to get more likes, they want more people liking
their page.

Andrew McCauley: That‟s the main aim for a lot of these ones.

Heather Porter: One big no-no – and people are doing this – is they are
buying likes. So, you should lay off buying of the likes,
shouldn‟t we?

Andrew McCauley: Let me give you an example. We had a client that we were
doing some work for. All of a sudden their Facebook likes
went through the roof – they had 300 likes in 3 days – and
they were like “Wow!” I was the admin of the page, so I
could see who the people were because I was the admin.
So, I went in to have a look and they were all gorgeous
looking women in scantily clad bikinis with a whole bunch of
different names but there was only about… out of 300
people, there was only about 15 different photos. So, they
have used the same photo with all these different names –
clearly an entire spam bot – but they just looked real. The
business didn‟t know that. They just followed likes and said
“Hey, we are really growing.” They knew they had paid for
it; they didn‟t know that cheap one that they paid for was


34


someone that just grabbed a set of 8 photos and a whole
range of different names, they made them up, and started
liking the page. So, what it did for the business was people
got to see who these were and suddenly thought “that‟s not
the type of business”… So, it‟s more detriment than
anything.

Heather Porter: And the other thing too is once they like the page and got
the page liked, very quickly, I would imagine that you went
over this statistics that says how many people are talking
about this page.

Andrew McCauley: Yeah.

Heather Porter: That would drop off next to nothing.

Andrew McCauley: Yes, you are right.

Heather Porter: And, unfortunately, going forward they probably will have a
big problem maintaining any sort of activity because most
of them are fakes. So, people are looking for the
interaction and that‟s important statistic as well as far as
that goes and that I guess…

Well, okay, one more point on statistics – so, nowadays,
you can actually see how many people your post reaches.
Is that statistic viewable by the public on pages just like
admins?


35


Andrew McCauley: No, generally admins, generally admins. They are doing
some very good testing about having it live and real time,
so you can see exactly how it‟s ticking over.

Heather Porter: Interesting.

Andrew McCauley: Yeah. So, there are a few analytics packages that are
doing things like that around, Google Analytics are doing
the same sort of thing. So, there is a whole range of
information. That‟s one of things you want to keep an eye
on – analytics – because it can give you some great insights
into what‟s going over in your page and your fans…

Heather Porter: And your most popular posts and whatever they are liking
the most of, might as well give more what they like.

Andrew McCauley: Totally. I mean, you can get both date and time and day
and that sort of thing.

Heather Porter: Very nice.

Andrew McCauley: Have a look at your insights, it‟s very insightful.

Heather Porter: Tool…

So, we need to wrap up, I guess, pages and getting more
likes to your page. I mean, you want to also think
externally of Facebook. You want to put a „like‟ box on your
web pages, in the sidebar of your websites.


36

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